DATA ANALYTICS

AND MARKET DYNAMICS

ADVANCED MANAGEMENT SKILLS
QUESTIONS ABOUT SESSIONS 10 AND 11

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SUMMARY OF SESSIONS 10 AND 11

▪ Data-driven decision making is a process of

leveraging data to inform and guide business decisions.

▪ It refers to data analysis and interpretation to gain

insights for informed decisions.

▪ The choice of an analytical technique depends on the

organizational goals, data sources, and data analytics
skills.

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Sessions 12&13:
DATA VIZUALISATION

4
Today’s session

Session Goal
Identify practices of translating results into a visual context and creating
accessible ways to see and to understand data.

Respect of data protection regulations (e.g., GDPR)

Business and Definition of Data

market the key Data Data Data driven
dynamics business collection preparation processing decision
understanding question making

Data
visualization

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Today’s session

Session outline

1. Data literacy
2. Data visualization
3. Types of data visualization and good
practices
4. Demonstration of a BI tool
5. Session 13

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1.
Data literacy

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1. Data literacy

▪ 90% of business leaders consider data

literacy as key to company success, but only
25% of workers feel confident in their data
skills.
Source: https://hbr.org/2021/08/how-data-literate-is-your-company

▪ 82% of business leaders expect all

employees to have basic data literacy skills.
Source: https://www.tableau.com/why-tableau/data-literacy

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1. Data literacy

Data literacy is the ability to interpret and leverage

data in order to communicate the key insights to
relevant stakeholders.

Data literacy basic skills include:

▪ Data analysis
▪ Data understanding
▪ Critical thinking
▪ Data visualization

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2.
Data visualization

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2. Data visualization

Data visualization is the translation of data into visual

forms, such as a pictures, diagrams, or graphics, that
appeal to the sight and are used to illustrate or
accompany the information.

It allows to focus on the essentials more quickly: an image

is better than a long speech.

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2. Data visualization

Data visualization aims to:

▪ Display complex data in a simple and attractive way.
▪ Make the information readable by stakeholders.
▪ Accelerate the process of understanding by addressing
both the sensory and the rational.

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2. Data visualization

Training costs per departement

25000

20000

15000
VS 10000

5000

0
Q1 Q2 Q3 Q4

Finance HR Marketing Production

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2. Data visualization

Data visualization must provide information that is:

▪ Relevant in the context of the BQ

▪ Clear

▪ Interpretable

▪ Realistic

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2. Data visualization

For a good visualization, it is important to :

▪ Define its purpose

▪ Identify the key elements to highlight
▪ Identify the audience
▪ Identify the depth of the presentation
▪ Understand the display type

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 3.
Types of data visualization and good practices

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3. Charts

Charts are visuals used to summarize and describe main

results of a dataset.

The most common chart types are :

▪ Bar charts
▪ Histograms
▪ Pie charts
▪ Line charts
▪ Scatter plots

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3. Bar charts

Horizontal Vertical
for nominal variables for ordinal variables

Number of employees per departement Training costs per departement

25000
D
20000
C
15000
B
10000

A 5000

0 2 4 6 8 10 12 14 16 0
Q1 Q2 Q3 Q4

Finance HR Marketing Production

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3. Histograms

Bar charts Histograms

Comparison of categorical or discrete variables Presentation of a variable distribution frequency

Training costs per departement Distribution by age

25000

20000

15000

10000

5000

0
Q1 Q2 Q3 Q4

Finance HR Marketing Production

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3. Bar charts: Best practices


22500 Training costs per departement
20500
18500
x 25000
20000 20000
16500 20000
14500 15000
15000
12500
10500 10000 9000

8500
5000
6500
4500 0
2500
Finance HR Marketing Production

▪ Choose horizontal or vertical bar charts depending on data to visualize.

▪ Start the numerical axis value at 0.

▪ Use consistent colors.

▪ Add title and labels.

▪ Sort and order data.

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3. Pie charts
Pie 3-D Pie Doughnut

Pie-of-Pie Bar-of-Pie

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3. Pie charts: Best practices

x A  ▪ Do not visualize more that 5 categories per

B
pie chart.
C
D

x 
18% 18%
30% 40%

12 30% ▪ Make sure all pie adds up to 100%.

12% 12%

x

▪ Avoid using multiple pie charts for
comparisons.

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3. Line charts

Number of visits per month

50
45
40
35
30
25
20
15
10
5
0

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3. Line charts: Best practices
55
45 x 60
40 
35
25
20 ▪ Include a zero baseline, if possible.
15 0

x 
100
50
0
Febru…

Septe…
▪ Use solid lines with consistent colors.
March

August
June
July
May
Avril
January

23 23 33 22
x 
33
33 22 33 41 36 41 23 23
27 27 24 23
25 35 45 33 22 23 23 26
15 24
▪ Avoid displaying more than 4 lines in one
Septem…
March
February

August
June
July
Avril
May
January

chart and adding multiple data labels.

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3. Scatter plots

Scatter plots are used to display the relationship between 2 numerical variables.

Age and Monthly Expenses

1200
Monthly expenses

1000

800

600

400

200

0
0 20 40 60 80
Age

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3. Pivot tables
Pivot tables can visually summarize the data to show trends in Excel.
▪ In Excel after creating a pivot table use “Pivot Table Analyze” tab to add visualization facilitators such as
“Slicers” or “Timeline”.

Timeline

Slicer for Slicer for 26

Months Days
3. Use of quotes

A quote or a verbatim is using exactly the same words as

were originally used. (Cambridge Dictionary)

“I really like using that product

because it is very healthy and not
very expensive” (JB, 29 y.o.)

“…the quality is good, but the

product is often out of stock ” (LP,
38 y.o.)

“The composition seems to be

OK…” (CC, 24 y.o.)

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3. Data storytelling

Data storytelling refers to data presentation with visuals and

narratives in order to help explain the insights in a more
compelling and relevant way.

Here are some examples:

https://pudding.cool/2021/03/wine-model/
https://www.chris-williams.me/fry-universe

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3. Infographics

Infographics are a combination of different visual

representation elements, such as texts, charts,
diagrams, icons etc.

Example:
https://ec.europa.eu/eurostat/cache/visualisations/air-
passenger-transport/#

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3. Good practices for slides’
conception

▪ Remove unnecessary elements that do not bring any

additional value
▪ Group related elements
▪ Define an order of elements’ appearance
▪ Highlight key results
▪ Use spaces to add clarity
▪ Use titles and guiding reminders to visualize the narrative
▪ Use classic fonts
▪ Use maximum 2-3 colors
▪ Use contrasts to highlight results
▪ Be consistent (style, colors etc.)

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 4.
Demonstration of a BI tool

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4. Data visualization tools

BI (Business Intelligence) refers to a technological

process of analyzing data and providing insights to drive
business decisions.

Popular BI tools are:

▪ Power BI
▪ Tableau
▪ Qlik
▪ Looker etc.

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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4. Demonstration: Power BI

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5.
Session 13

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5. Session 13

In your working groups, summarize all data you

have collected to answer your BQ, finalize the
processing and proceed to its visualization.

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REMINDER: EVALUATION 03

!
DO NOT FORGET TO SUBMIT YOUR
GROUP PRESENTATIONS ON MOODLE
BEFORE SESSION 14 (8 PM)

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 ?
What is the most important thing you
have learned today? Why?
Questions?

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Some useful references

▪ https://hbr.org/2021/08/how-data-literate-is-your-company
▪ https://learn.microsoft.com/en-us/power-bi/
▪ https://www.qlik.com/us/data-visualization/data-visualization-examples
▪ https://www.tableau.com/learn/articles/data-visualization
▪ https://www.tableau.com/why-tableau/data-literacy
▪ https://www.tableau.com/sites/default/files/2022-
03/Forrester_Building_Data_Literacy_Tableau_Mar2022.pdf

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